Clicks, opens, and unsubscribes are only half of the story when measuring success. Over the past few years, we’ve become better at measuring our emails’ effect on long-term engagement within our product. Initially, we thought that topline email metrics would be a strong signal for in-app engagement, but we’ve found that the two aren’t always correlated. This email [below] is a good example. The click-to-open rates weren’t encouraging, but when we looked at in-product metrics, we actually saw a 105% w/w lift in usage of Asana integrations. If we had judged this email based on clicks alone, we would have had a very different impression of its effectiveness.
The worst part about pushing the “know everything” mentality is that we end up creating an industry full of professionals suffering from burnout and mental illness. We have people speaking at conferences about wellbeing, imposter syndrome and full stack anxiety, yet despite that, we perpetuate this idea that people have to know everything and be amazing at it.